Originally written by the Sciart team for XBIZ and first published there.
Building a successful Google Ads campaign can be a time-consuming process, involving various elements such as selecting the right setup and bidding strategy. With acronyms like PMAX, SSC, LIA, DSA, and ROAS, Google Ads can appear overwhelming to those unfamiliar with its terminology. While there are exams available for education, many individuals prefer learning by doing. However, venturing into the unknown can often evoke a sense of trepidation. In more regulated verticals such as Healthcare and Sexual Wellness it's crucial to stay mindful of best practices to ensure compliance with platform policies and avoid any pitfalls. When it comes to getting started and optimising your own efforts, let me share some insights to help with your own endeavours!
Comprehensive keyword research:
It helps to know what people are searching for when it comes to your product / service. At Sciart Marketing we like to use tools such as SpyFu and Semrush, and these can speed up research by offering data-driven insights which may help with your digital marketing efforts, especially when it comes to search campaigns. You can also analyse your competitors’ keywords, ad campaigns and ad spend across Google and Bing. This can give you insights into the terms and phrases they’re targeting and the terms your audience is using. You can also discover niche keywords and long-tail variations which have lower competition. You can then set up campaigns targeting specific audiences and keywords.
Utilise audience targeting (when possible):
Are your ads getting a load of clicks, and you’re spending money but they’re not converting? It might be time to consider harnessing the power of audience targeting. Audience targeting opens up opportunities to enhance your campaign's performance by reaching people as they browse other websites, use apps, or watch videos. You can set it up at ad group level and connect with people based on their interests, habits, what they’re actively searching for and / or how they’ve interacted with your business. Your business specialises in Morris Minor components? -use In-Market audiences and explore “classic cars” categories to show your ads to people who have an affinity for classic cars!
Work closely with your client / content team:
To achieve optimal results when running Google Ads campaigns for your brand, close collaboration with the content/creative team is essential. By working closely together, you ensure that your ads are fully aligned with the company's messaging and goals.
Collaboration with the content team allows you to gain a deeper understanding of the brand's unique selling points, target audience, and overall marketing strategy. This knowledge enables you to craft ad copy and creative elements that resonate with the intended audience and accurately reflect the company's values.
By collaborating across the different teams you can gain valuable insights into top-selling products or services, which in turn you can use to create compelling ad campaigns that generate excitement and drive customer engagement.
Optimise your site!
Optimising your website is crucial to prevent drop-offs and maximise the effectiveness of your ads. After successfully capturing users' interest with your ads, it can be frustrating to see them leave your site without taking action. To address this, leverage analytics suites like Piwik PRO to identify where engagement drops off and gain a comprehensive understanding of the user journey.
Additionally, with the majority of users browsing, buying, and engaging on mobile devices, it's essential to ensure your site is mobile optimised. Test your site's responsiveness and usability across different devices to provide a seamless experience.
Regularly check that all links are working correctly to avoid any user frustration. Analyse your messaging to identify any mismatches between your ads and site content, and make necessary adjustments to ensure consistency and relevance.
Monitor any changes and your performance!
As a final tip, keep a close eye on any changes to your ads. Believe me, I've witnessed some eyebrow-raising situations where a minor CPC increase turned into a budget-busting nightmare. Picture this: what was supposed to be £0.10 per click suddenly skyrocketed to a whopping £1 per click. And forget about that daily £250 budget cap; it magically transformed into a wallet-draining morning spend of £75,000!
We jokingly referred to it as a right of passage, a costly mistake that taught a lesson never to be forgotten! But hey, laughter aside, it's a valuable reminder to always double-check your ad settings, bids, and budgets to avoid financial mishaps. Learn from these blunders and be vigilant, ensuring your campaigns stay on track and your budget remains intact.
As you go forth and navigate the world of Google Ads, bear these tips in mind and embrace the challenges, adapt to the ever-changing digital landscape and watch your Google Ads thrive. Success awaits those who dare to explore, experiment, and never stop optimising!
